1. www.nb2bc.co.uk websites that work James Pennington Lead IT Consultant

2. © 2008 NB2BC www.nb2bc.co.uk Opportunities 17 hours spent online a week on average 3.4 billion minutes last year - inst message 35 million+ users in the UK 1,700 searches per minute in the UK

3. © 2008 NB2BC www.nb2bc.co.uk E-Marketing essentials Websites Search Engine Optimisation Additional Techniques Analytics Finding Help

4. © 2008 NB2BC www.nb2bc.co.uk Websites

5. © 2008 NB2BC www.nb2bc.co.uk planning In preparing for battle I have always found that plans are useless, but planning is indispensable. Dwight D. Eisenhower 34th president of US

6. © 2008 NB2BC www.nb2bc.co.uk Plan the site Uniqueness Set clear objectives Understand your users Identify content Locate sites you like

7. © 2008 NB2BC www.nb2bc.co.uk Building an effective website Good use of images Call to action Easy to read content Answers questions

8. © 2008 NB2BC www.nb2bc.co.uk What people see is important First impressions count email addresses clean and uncluttered consistent layout & theme don’t make me think

9. © 2008 NB2BC www.nb2bc.co.uk Search Engine Optimisation

10. © 2008 NB2BC www.nb2bc.co.uk SEO (Search Engine Optimisation) The Internet has no such organization - files are made available at random locations. To search through this chaos, we need smart tools, programs that find resources for us. Clifford Stoll, Silicon Snake Oil, 1995

11. © 2008 NB2BC www.nb2bc.co.uk How much traffic is Search? 61 billion searches worldwide 37 billion on Google 8.5 billion on Yahoo 2.1 billion on MSN 3/4 of UK search is via Google 32% for two word phrase 27% for three word phrases 1st Page result has a 80% success rate Source: searchenginewatch & BBC website

12. © 2008 NB2BC www.nb2bc.co.uk Basic SEO tips Page titles Page Content Links

13. © 2008 NB2BC www.nb2bc.co.uk Make your site friendly Make sure you use the right technologies

14. © 2008 NB2BC www.nb2bc.co.uk 5 keys to unlock the Search Engine Get all your pages indexed Create more targeted pages Increase internal links Increase external links Don’t SPAM you will be found

15. © 2008 NB2BC www.nb2bc.co.uk Avoid the following Adding into 5,000 directories - automatically People offering 1st page listings We understand how Google works……. I can tell you - but I’ll have to kill you

16. © 2008 NB2BC www.nb2bc.co.uk Make your site work Google / Yahoo tell you what to do Follow the basic rules Create sites that are good for your user Content rich, Easy to Navigate Avoid Duplicate Content

17. © 2008 NB2BC www.nb2bc.co.uk Additional Techniques

18. © 2008 NB2BC www.nb2bc.co.uk Directories / Links Equivalent of ‘word of mouth’ Use every opportunity Sites reputation passed on Investigate your competition

19. © 2008 NB2BC www.nb2bc.co.uk Develop a link strategy Identify sites Set a goal for generating links Stick to associated sites

20. © 2008 NB2BC www.nb2bc.co.uk Newsletters & Flyers Low cost Effective communication tool Targeted customers Trackable results Instant results

21. © 2008 NB2BC www.nb2bc.co.uk How effective are they? Direct Mail Mail List (1000)$75 Cost to Mail$1000 Orders10 Profit$120 Total Profit$1200 Costs$1075 Net$125 Electronic Mail Mail List $5,000 Cost to Mail$0 Orders200 Profit$120 Total Profit$24000 Costs$5000 Net$19000

22. © 2008 NB2BC www.nb2bc.co.uk Blogs & Forums New trend in web presence Can provoke interaction Liked by Search Engines Many free services

23. © 2008 NB2BC www.nb2bc.co.uk Why have a blog Have something to say and guts to say it If people are interested in what you say If you tell the truth If you can last

24. © 2008 NB2BC www.nb2bc.co.uk Do people trust blogs 63% trust personal posts 26% trust company posts 6% trust corporate blogs

25. © 2008 NB2BC www.nb2bc.co.uk Testing Last thing to be carried out Most important

26. © 2008 NB2BC www.nb2bc.co.uk Ways to effectively test User testing A / B testing Multi Variate

27. © 2008 NB2BC www.nb2bc.co.uk Analytics

28. © 2008 NB2BC www.nb2bc.co.uk Why track analytics? Insight into how effective the website is Highlight areas that need improving Identify search phrases for optimising the site Show sites that direct traffic to you

29. © 2008 NB2BC www.nb2bc.co.uk Why track statistics To make changes to the site Identify weak content Select keywords that work Promote content Improve landing pages Identify good site links

30. © 2008 NB2BC www.nb2bc.co.uk Create Goals Structured set of actions Identify touch points Highlight leaving points Measure Conversions Ensure you set clear attainable goals that can be measured easily

31. © 2008 NB2BC www.nb2bc.co.uk Segmentation What keywords work Analyse the pages visitors land on What referrers convert Use goals to identify good referrals Which content looses clients Is it due to location Don’t take the raw data as being the whole truth Unless it’s going to get you more money……

32. © 2008 NB2BC www.nb2bc.co.uk Things to do after today? Create objectives for your website Review page titles and content Look at splitting pages to increase size Create and identify sites for links Develop useful mailing lists Implement some level of CRM to identify clients Setup Analytics and define goals Do something

33. © 2008 NB2BC www.nb2bc.co.uk Free Resources Website Planning http://www.nb2bc.co.uk/toolboxes/marketing_online/ SEO in Practice http://www.nb2bc.co.uk/seo/ IT in Business http://wm.businessitguide.com/self-help/home/ Analytics http://www.google.co.uk/analytics